Jupiler is the biggest beer brand in the land of beers: Belgium. Unfortunately, Belgium is also the land of drinking and driving. Clearly, the many drinking and driving campaigns in the past have made almost no impact. After years of such campaigns Belgium still has one of the worst drinking and driving records in Europe, with 1 in 3 Belgians admitting they have driven under the influence in 2022. Jupiler wanted to leverage its big reach and popularity to make an impact and become a part of the solution. Since the long term objective is zero alcohol related deaths on the road, we needed to take a first step in that direction.

The design of the Jupiler beer glass is a classic, everyone in Belgium knows it. We went to great efforts to craft the Crashed Glass in the same way with some very distinctive tactile differences. We gave our glass the same shape and form but it is slightly deformed and has a cracked glass effect, immediately making the customer uncomfortable. The object by itself is an experience, with the stopping power to make people think in a moment where they least expect it.

Everyone knows the Belgian beer culture is very strong. Within this beer culture, Jupiler takes a central role. With a 40% market share of beer in the land of beers, Jupiler is almost a synonym for Belgium. It is the default beer for anyone entering a bar, and the main sponsor of the Belgian national football team, the red devils.

Closely linked to Belgium’s beer culture, is also a beer glass culture. Belgian know their beer glasses, especially the Jupiler glass, the most familiar and iconic of all. So rethinking an object so closely linked to the Jupiler brand, definitely raised some eyebrows.